GeoVALS™: Connecting Motivations with Geography

Introduction

VALS™ links national strategies to local efforts through GeoVALS™

• GeoVALS™ specifies the percent of each of the eight VALS™ types in residential zip codes and block groups in the United States (including Alaska and Hawaii).
• GeoVALS data are available for standard geographic areas such as U.S. Census regions, U.S. Census divisions, states, counties, Metropolitan Statistical Areas (MSAs), Designated Market Areas (DMAs), and custom pieces of geography.
• GeoVALS data are now available for purchase directly on the Web from http://www.sric-bi.com/vals/geovals/.
• The most typical use of GeoVALS™ is for direct marketing, sales analysis, site location, merchandise mix, and media-plan development.
• Marketers interested in spotting shifting trends can use GeoVALS to understand and measure the changing dynamics of an area instead of making oversimplified assumptions on the basis of demographics alone.
• The following offers highlights from updated GeoVALS data.

U.S. Census Regions and Divisions

General Findings: Census Regions

The proportion of VALS™ groups in the four U.S. Census regions are similar to the national VALS distribution.

In comparison to the national VALS distribution, the VALS distribution in the Northeast has 2.3% more Innovators and in the West, 2% fewer Believers.

General Findings: Census Divisions

The nine U.S. Census divisions show modest departures from the national distribution. The exception is the East South Central division: Distribution of Innovators there is 4% less than the national distribution for Innovators and 5% higher than that for Survivors.

With a 5% higher national distribution of Survivors, the East South Central Census division has the least innovative consumer attitudes and behavior.

Conversely, New England has the most.

U.S. Census Division VALS™ Distribution

Percent of VALS™ Segments								Numbers of Adults Age 18+	Census Division
INN	THI	BEL	ACH	STR	EXP	MAK	SUR
10.0	11.0	16.5	14.0	11.5	13.0	12.0	12.0	210 807 718	Total United States
13.7	14.1	15.2	14.9	9.5	11.6	10.8	10.1	10 421 051	New England
11.7	12.1	16.6	13.1	10.7	11.7	11.8	12.4	29 405 921	Middle Atlantic
9.1	10.9	17.6	14.4	11.3	12.8	12.7	11.3	33 203 215	East North Central
8.2	10.8	17.7	14.6	11.5	13.0	12.4	11.9	14 117 705	West North Central
9.8	11.1	17.0	13.7	11.2	12.0	12.0	13.1	39 940 106	South Atlantic
6.1	7.9	19.0	11.0	13.7	12.1	13.5	16.9	12 600 203	East South Central
7.9	9.2	16.8	12.9	13.6	13.4	12.2	14.0	23 286 162	West South Central
9.5	11.5	15.7	15.9	11.8	13.9	11.2	10.5	13 970 099	Mountain
11.8	12.7	14.2	16.1	11.4	13.7	10.4	9.8	33 863 256	Pacific
Note: INN = Innovators, THI = Thinkers, BEL = Believers, ACH = Achievers, STR = Strivers, EXP = Experiencers, MA = Makers, SUR = Survivors; percentages in italics indicate statistically significant deviation from the national VALS distribution.

States

General Findings: States

All VALS™ groups appear in robust percentages across all 50 states.

Some exceptions in 2004 are:

• West Virginia, with both the highest and the lowest single-VALS-group penetration of any state: 22% Believers and 4% Innovators
• Utah, with 18% Experiencers (a 3% increase from the percentage in 1999)
• Alaska, with 19% Achievers
• District of Columbia, with 18% Innovators
• Connecticut, with 15% Thinkers.

• Overrepresentation of Innovators is most likely in highly populated states—states with population of more than 5 million adults.
• Exceptions include Texas, Florida, Pennsylvania, Ohio, and North Carolina, with overrepresentation of Believers.
• Typically, Ohio and Florida are high-stakes political states.

• Utah is unique because it is the only state with a significant overrepresentation of Experiencers and Achievers.

Top Five States by VALS™ Group

States % Innovators A18+ National 10.0   District of Columbia 18.2 410 918 Connecticut 16.2 2 537 526 Maryland 15.7 4 022 724 Massachusetts 15.3 4 721 514 New Jersey 15.1 6 364 350 States % Believers A18+ National 16.5   West Virginia 21.8 1 361 680 Arizona 20.3 1 981 074 Maine 20.3 973 176 Iowa 19.7 2 125 838 Pennsylvania 19.6 9 065 917 States % Strivers A18+ National 11.5   Mississippi 15.2 2 030 462 Louisiana 14.6 3 180 091 Arizona 14.0 1 981 074 West Virginia 14.0 1 361 680 New Mexico 13.9 1 340 233 States % Makers A18+ National 11.8   West Virginia 14.9 1 361 680 Arizona 14.1 1 981 074 Indiana 14.1 4 461 363 Maine 14.1 973 176 Kentucky 13.9 3 006 078

States % Thinkers A18+ National 11.3   Connecticut 15.5 2 537 526 New Jersey 14.8 6 364 350 Massachusetts 14.8 4 721 514 Maryland 14.6 4 022 724 New Hampshire 14.1 945 368 States % Achievers A18+ National 14.2   Arkansas 19.3 448 923 Utah 18.7 1 594 663 Colorado 17.8 3 350 035 Washington 17.8 4 483 051 Minnesota 17.5 3 658 09 States % Experiencers A18+ National 12.7   Utah 18.4 1 594 663 Arkansas 15.0 448 923 Idaho 14.3 963 535 Texas 13.8 15 599 598 California 13.8 25 377 547 States % Survivors A18+ National 12.0   West Virginia 21.2 1 361 680 Arizona 18.3 1 981 074 Mississippi 18.1 2 030 462 Kentucky 17.6 3 006 078 Alabama 17.2 3 278 434

Designated Market Areas

Nielsen Media Research developed and uses Designated Market Areas (DMAs). DMAs consist of groups of counties "whose largest broadcast viewing share is given to the [television] stations of that same market."

The 210 DMAs range in size from about 6% of all U.S. TV households to less than 1%.

VALS™ Distribution of the DMAs Most Similar to the Total U.S. National VALS Distribution

Percent of VALS™ Segments								Numbers of Adults Age 18+	Location
INN	THI	BEL	ACH	STR	EXP	MAK	SUR
10.0	11.0	16.5	14.0	11.5	13.0	12.0	12.0	210 807 718	Total United States
9.2	11.2	17.4	14.2	11.0	12.5	12.4	11.9	2 238 274	St. Louis, MO
9.4	11.3	17.3	13.5	11.6	12.2	12.1	12.6	490 080	Springfield, MA
9.6	11.0	17.4	14.2	11.3	12.9	12.7	11.1	1 621 824	Cincinnati, OH
10.7	11.0	15.6	14.9	11.9	13.1	11.5	11.3	1 762 704	Raleigh, NC
9.7	11.9	17.3	14.4	10.4	11.8	12.5	12.1	1 068 603	Richmond, VA
8.8	11.6	16.4	13.7	13.0	12.7	11.1	12.8	772 175	Tucson, AZ
9.4	11.3	17.0	13.3	11.4	11.7	12.0	13.9	1 189 341	Providence, RI
9.4	10.5	17.5	14.3	11.7	13.0	12.9	10.7	1 530 998	Columbus, OH
8.5	11.4	17.5	15.1	11.2	13.1	12.1	11.1	416 694	Peoria, IL
10.2	12.1	16.3	15.6	10.9	13.1	11.6	10.2	1 756 597	Kansas City, MO
Note: INN = Innovators, THI = Thinkers, BEL = Believers, ACH = Achievers, STR = Strivers, EXP = Experiencers, MA = Makers, SUR = Survivors.

General Findings: Designated Market Areas

• DMAs with the highest concentration of Innovators are typically large, cosmopolitan, progressive areas.
• Innovative people are consolidating in key DMAs instead of spreading out across a variety of locations.
• Examples include the Boston, Hartford, New York, Baltimore, Washington, Charlottesville, Chicago, Austin, Denver, San Diego, and San Francisco DMAs.

• DMAs overrepresented by Innovators also tend to be overrepresented by Achievers.
• Excluding the top 10 (in population size) DMAs, examples of such markets are Raleigh, North Carolina; Denver, Colorado; Austin, Texas; Atlanta, Georgia; Minneapolis, Minnesota; San Diego, California; and Hartford, Connecticut.

The highest-ranking Maker DMAs are typically small and rural.

• Many DMAs experiencing an increase in number of Makers have had a decrease in number of Innovators from 1999 to 2004.
• Many top-ranking Maker DMAs also have high concentrations of Believers. For example: Wilkes-Barre, Pennsylvania, has 15.5% Makers and 23% Believers; Lancaster, Pennsylvania, has 15.3% Makers and 21% Believers.

Top Maker DMAs with Percentage Change between 1999 and 2004

DMA	% Makers 1999	% Makers 2004	% Change	A18+ 2004
Zaneswille, OH	15.5	16.3	+1.0	65 464
Wheeling, WV	15.4	16.0	+1.0	291 554
Altoona, PA	11.3	15.8	+4.6	568 979
Wilkes-Barre, PA	11.1	15.5	+4.4	1 096 450
Lima, OH	14.9	15.4	+1.0	80 973
Youngstown, OH	14.3	15.4	+1.0	517 761
Parkersburg, WV	14.8	15.4	+1.0	119 604
Lancaster, PA	11.0	15.3	+4.4	1 224 927
Erie, PA	10.9	15.2	+4.4	295 472
Watertown, MA	10.5	15.2	+4.7	163 852

Areas with high concentrations of Believers and Survivors and low penetrations of Innovators and Achievers are bedrocks of tradition. Believers and Survivors reinforce rigid views on social change.

DMAs with High Concentrations of Believers and Survivors

DMA	% Believers	% Survivors
Wilkes-Barre, PA	22.9	18.1
Harlingen, TX	17.2	23.2
Tricities, VA, TN, KY	21.6	22.5
Charleston, SC	21.3	22.0
Cape Girardeau, MO	21.2	20.7
Altoona, PA	23.1	18.1

Test Markets: Designated Market Areas

• For marketers, selecting a "test" market (a location that resembles a good mix of American consumers in one constrained area) is critical when evaluating consumer acceptance and sales potential of new products or services.
• Typically, marketers select markets on the basis of demographics—matching the location with key United States Census statistics such as household income, education, gender, and age.
• Demographically balanced markets may underrepresent a key psychographic group. If, for example, the test market is low on Innovators, it will not give a clear read on the overall market acceptance and product potential.
• Indianapolis, Indiana, a popular test market on the basis of demographics, ranks 21 on our list of most psychographically balanced U.S. markets.

The three most psychographically balanced DMAs in the United States are St. Louis, Missouri; Springfield, Illinois; and Cincinnati, Ohio.

• For best results, test markets need to reflect the psychographic distribution of the population.
• Therefore, these three DMAs represent the best test markets.

Metropolitan Statistical Areas

Metropolitan Statistical Areas (MSAs) are designated by the U.S. Office of Budget and Management as one or more counties that are conceptually similar.

General Findings: Metropolitan Statistical Areas

MSAs, like DMAs, have similar levels of VALS™-group variation. Some notable MSAs have very high penetration of a single VALS group:

VALS™ Group	MSA	% in 2004
Innovators	Santa Fe, NM	17.7
Thinkers	Barnstable/Yarmouth, MA	18.7
Believers	Johnstown, PA	24.5
Achievers	Anchorage, AK	20.8
Strivers	Bryan-College Station, TX	21.5
Experiencers	Provo-Orem, UT	23.0
Makers	Mansfield, OH	16.3
Survivors	Ocala, FL	22.8
Note: Because of their sheer size, New York, Los Angeles, and Chicago have the highest number of all VALS groups.

County

The United States includes 3140 counties.

General Findings: County

VALS™ distributions at the county level are more differentiated than in larger geographic areas but still include a good mix of VALS types.

Number of Counties in Which VALS Groups Are Overrepresented (5% Over the Group’s National Incidence)

VALS Group Number of Counties Innovators 235 Thinkers 319 Believers 2655 Achievers 413 Strivers 1715 Experiencers 405 Makers 2510 Survivors 2395

• Los Alamos, New Mexico (population 14 000), noted for its science and technology industry, has very high concentrations of Innovators (38%) and Thinkers (26%).
• Given that most new products struggle to find their first 1 million buyers, a marketer can potentially reach 3.1 million individuals most likely to try or buy by targeting the top ten counties for Innovators (five in Virginia and three in New Jersey).

At the county level, when Achievers are overrepresented by 5% or more, in most cases the county also indexes high in Innovators.

• These counties make ideal microcosms in which to observe the diffusion of ideas and products from Innovators (early adopters) to Achievers, the gateway group to the mass market.
• Conversely, these counties provide a window on how Achievers adapt ideas and products first adopted by Innovators.

VALS™ Distribution for Select Counties with 100 000 Adults or More with High Percentages of Innovators and Achievers

Percent of VALS™ Segments								Numbers of Adults Age 18+	Location
INN	THI	BEL	ACH	STR	EXP	MAK	SUR
10.0	11.0	16.5	14.0	11.5	13.0	12.0	12.0	210 807 718	Total United States
27.7	23.2	4.4	24.2	3.1	12.6	3.6	1.2	158 373	Douglas, CO
15.6	17.0	10.7	23.0	6.8	14.7	8.2	4.0	268 913	Dakota, MN
14.9	15.8	10.8	22.7	7.5	14.9	8.7	4.6	214 539	Williamson, TX
26.2	20.0	6.4	22.6	3.9	12.8	5.2	2.0	154 500	Loudoun, VA
15.6	15.5	10.7	22.3	8.2	15.1	8.9	3.7	487 143	Gwinnett, GA
17.2	18.2	10.9	22.2	6.0	13.5	8.3	3.7	152 531	Washington, MN
17.0	15.4	10.6	22.0	7.4	15.5	8.9	3.2	229 417	Prince William, VA
16.3	15.2	9.7	22.0	9.1	16.0	7.9	3.8	363 116	Denton, TX
14.0	15.7	12.6	21.9	7.1	14.2	9.8	4.7	203 104	Mchenry, IL
23.7	19.1	7.2	21.8	5.7	13.7	5.7	3.1	428 644	Collin, TX
14.2	15.2	11.7	20.9	9.0	14.6	8.8	5.5	353 048	Washington, OR
13.4	14.3	13.2	20.8	7.8	14.5	10.1	5.9	408 963	Will, IL
14.4	14.3	12.0	20.8	9.2	15.1	9.5	4.7	190 495	Anchorage, AK
Note: INN = Innovators, THI = Thinkers, BEL = Believers, ACH = Achievers, STR = Strivers, EXP = Experiencers, MA = Makers, SUR = Survivors.

Typically, Believers, Makers, and Survivors are more likely to be overrepresented in small or rural counties.

Like DMAs, counties with high concentrations of Believers and Survivors and lower penetrations of Innovators and Achievers exhibit slow adaptation to change and little cross-group influence. These counties reinforce rigid views on social change.

VALS™ Distribution for Select Counties with 100 000 Adults or More with High Percentages of Believers and Survivors

Percent of VALS™ Segments								Numbers of Adults Age 18+	Location
INN	THI	BEL	ACH	STR	EXP	MAK	SUR
10.0	11.0	16.5	14.0	11.5	13.0	12.0	12.0	210 807 718	Total United States
2.8	8.2	24.9	8.5	9.2	7.6	14.3	24.5	113 494	Hernando, FL
2.7	5.4	24.8	7.5	12.2	9.2	16.6	21.5	110 448	Schuylkill, PA
3.2	8.4	24.4	7.8	8.6	6.7	13.7	27.1	102 910	Citrus, FL
3.2	5.9	24.0	7.3	12.7	9.5	15.9	21.6	110 403	Cambria, PA
2.5	6.9	23.8	9.4	11.3	9.1	14.8	22.2	131 190	Mohave, AZ
2.5	4.6	23.7	6.1	13.8	9.5	15.9	24.0	110 458	Fayette, PA
4.9	11.9	23.5	10.0	7.3	6.7	12.9	22.7	125 549	Charlotte, FL
3.5	7.7	23.2	9.0	10.8	8.8	14.1	22.8	213 832	Marion, FL
3.6	7.7	23.0	9.8	9.9	8.5	14.0	23.5	300 391	Pasco, FL
3.0	5.8	22.9	10.5	13.6	11.5	17.0	15.7	101 294	Randolph, NC
4.6	8.2	22.7	11.0	11.6	10.9	15.6	15.5	166 678	Trumbull, OH
4.4	8.5	22.6	11.2	11.0	10.2	15.1	16.9	134 903	Beaver, PA
4.7	7.8	22.1	9.8	11.7	10.0	14.6	19.3	235 238	Luzerne, PA
5.4	9.4	22.1	10.6	10.8	9.9	14.8	17.1	127 203	Sussex, DE
Note: INN = Innovators, THI = Thinkers, BEL = Believers, ACH = Achievers, STR = Strivers, EXP = Experiencers, MA = Makers, SUR = Survivors.

Contrasting Markets by Motivation

• Another view of the United States is by primary motivation: Ideals, Achievement, Self-Expression. Two ways to look at markets by motivation:
  • Identify markets that have differences in primary motivation.
  • Identify areas with an even mix of primary motivations.
• For example, the West Palm Beach DMA and the Tampa DMA are particularly skewed to Ideals-motivated people.
• The Salt Lake City DMA has a higher percentage of Achievement-motivated than of Ideals-motivated people.
• Overall, major DMAs are more likely to have higher percentages of Ideals-motivated people than of Self-Expression– or Achievement-motivated people.
• Although an area may have a higher penetration of one motivation than of another, no motivation lives in isolation. A variety of motivations are in all geographic areas.
• Within each piece of geography are a variety of interaction dynamics that can come together to form consensus or conflict.
• Areas with high penetrations of Ideals-motivated individuals and lower penetrations of Self-Expression–motivated individuals will likely experience turbulence because these two inner-directed primary motivations relate to themselves and the world so differently from the ways of other motivations. Areas of turbulence might include policy about jobs and taxes as well as softer issues such as social etiquette (technology in public places), local zoning for night life, and use of public funds for culture-related projects.
• For example, major DMAs tend to have higher penetrations of Ideals-motivated individuals. Examples include New York City; Washington, DC; San Francisco, California; and Boston, Massachusetts. Exceptions include Atlanta, Georgia, and Houston, Texas.

VALS™ Distribution of DMAs with the Largest Motivational Differences

Adults 18+	DMA	% Ideals	% Achievement	% Self-Expression
1 337 083	West Palm Beach, FL	31.9	22.2	20.7
1 095 339	Wilkes-Barre, PA	30.1	21.5	25.9
3 001 026	Tampa, FL	30.6	22.6	22.6
2 161 335	Pittsburgh, PA	30.2	22.3	24.2
1 222 684	Lancaster, PA	30.9	23.0	26.8
1 879 488	Hartford, CT	29.8	24.2	22.4
4 558 456	Boston, MA	29.1	24.8	21.6
5 249 385	San Francisco, CA	27.8	25.9	20.6
1 712 084	Salt Lake City, UT	24.3	31.2	28.3
4 348 765	Washington, DC	27.7	24.5	21.2
15 120 266	New York City, NY	27.8	24.0	22.1
2 064 407	Baltimore, MD	28.8	24.6	23.0
2 383 935	Orlando, FL	29.7	24.9	24.0
2 873 524	Cleveland, OH	29.9	24.2	25.1
5 556 531	Philadelphia, PA	29.4	24.0	23.6
1 192 680	Buffalo, NY	29.5	24.1	24.7
3 223 127	Seattle, WA	28.5	28.3	23.4

VALS™ Distribution of DMAs with the Smallest Motivational Differences

Adults 18+	DMA	% Ideals	% Achievement	% Self-Expression
1 241 669	Albuquerque, NM	27.3	25.6	24.8
4 054 810	Atlanta, GA	26.6	27.4	25.0
1 122 564	Jacksonville, FL	28.1	26.2	25.6
1 762 704	Raleigh, NC	26.6	26.8	24.6
1 530 998	Columbus, OH	28.0	26.0	25.9
1 291 948	Norfolk, VA	27.6	27.6	25.5
1 870 935	Charlotte, NC	27.7	26.2	25.6
3 824 148	Houston, TX	25.8	27.4	25.4
1 675 368	Nashville, TN	27.3	25.4	26.2
1 193 723	Las Vegas, NV	27.9	27.7	26.2
1 189 287	Oklahoma City, OK	27.3	26.3	25.6
1 381 934	Grand Rapids, MI	28.1	27.3	26.8
1 514 959	San Antonio, TX	26.1	26.3	25.3
1 247 483	Memphis, TN	26.0	25.8	25.7

Applications

• To use GeoVALS™ most effectively, identify a VALS™ target by means of:
  • Existing data
  • Proprietary research study that includes the VALS survey.
• On the basis of VALS insights, develop communications that make an emotional connection with the target.
• Use GeoVALS to find high concentrations of the target group to improve direct mail results.
• Use GeoVALS™ to help determine where to locate a retail distribution channel or partner with a retailer already in an area with high concentrations of your target.
• Use GeoVALS to increase understanding of people who live in a geographic area within a community such as "the south side of town."
  • For example, if a local library planned a community outreach program to increase funding, GeoVALS could help to identify the most dominant groups. The library can then develop appeals most relevant to the groups within the neighborhood that it serves.
• GeoVALS™ can also help to estimate the market potential of a product or service among a target VALS™ group or among all consumer groups within a geographic area.
• Users calculate market potential by combining national purchase or use data with GeoVALS estimates for the geography of interest.
  
  Market potential = (total number of adults within the specified geography) x (percentage of the target VALS segment within the specified geography) x (product or service penetration of the VALS segment in national survey data).
  
  For example, here's computation of the market potential for sterling silver flatware in 2004 for Sarasota County, Florida:
  
  282 353 (number of adults in Sarasota County) x 0.104 (the proportion of Innovators in Sarasota County) x 0.235 (national penetration of sterling silver flatware for Innovators) = 6900 adults
  
  • In addition, one can calculate the market potential for sterling silver flatware in Sarasota County, Florida, in its entirety by summing the percentages of all eight VALS types that have purchased this product.